Despite the general increase in online sales, recent research has highlighted that tradespeople still prefer to use merchants to shop for secure storage solutions in-store. Deborah Hunt, Marketing Manager at Van Vault, discusses how merchants are continuing to succeed in the face of ‘retail upheaval’.
A recent survey commissioned by Van Vault has revealed that merchants are going against the current retail grain, with stores being the first choice for tradespeople, rather than online. Van Vault based its independent research on 300 interviews with tradespeople, including electricians, plumbers and builders with the report revealing that 41% of participants prefer to buy secure storage solutions in-store from a local or specialist retailer. A further 38% said they purchase goods from national brands such as Wickes or Screwfix.
When it comes to buying secure storage — a circumstance driven by a wide range of issues from replacement to theft, and from needing storage to getting a new van — often trade professionals undergo a general online search and they make a visit to store their first port of call.
They may like to research or look for information on products via online stores or articles, but ultimately availability and visibility in-store are important as they want to see the product in the flesh and purchase in-store, as this provides reassurance. Merchants can help meet this customer demand by providing a strong visual representation in-store.
This is because it is easier to see the quality of the materials used and the features available than if they were to simply look at a picture of the product online. They are provided with a better understanding of the size of the product, its storage capacity and the tools that it can hold. Ultimately, by meeting these customer requirements, merchants can be expected to increase sales.
Danny Hudson, Managing Director at Peterborough-based Heat Group Supplies is one Van Vault customer to have benefitted from a visual display. He said: “Whilst being a little away from our usual product range, the strong point of sale material and having a Van Vault physically on display is quite striking in the trade counter environment.
“It has, without a doubt, increased our sales on the products but also sparked other conversations and in turn sales for other product types that perhaps otherwise would not have come our way. Customers feel more comfortable making this type of purchase when they are able to see it and feel the quality of the materials used, making it an easier sale than if it were simply seen in a catalogue.”
Merchants also have an important role to play when it comes to providing its customers with advice. Van Vault’s report found that 38% of tradespeople rely on merchants for recommendations and information, and one in four like to seek advice from a staff member.
When entering a store, a customer may also be unsure of the storage solutions on offer or what is most appropriate to their needs. By having the right information to hand as soon as the product is placed in the store, the merchant is in a much better position to increase their customer’s product understanding.
That is why we ensure merchants can support their customers in the best way possible and react to what they really want — security, functionality, quality and peace of mind — by providing extensive and in-depth information on each of the eight vehicle products that Van Vault manufactures.
It also provides the necessary tools for merchants to increase sales by upselling products. For instance, has a customer brought power tools that need protection? Have they thought about secure storage? Whether it is a visual display catching their eye or providing advice, merchants can benefit from advising customers on the best secure storage solution to benefit them.
By putting these initiatives in place now, merchants can be guaranteed that they will see sales increase and customers returning to purchase different products again and again — contributing to the growing success of in-store over online.
For more information on Van Vault’s range of products and support services for merchants, visit www.vanvault.co.uk.
